Levi's "living life unbuttoned" global TV campaign, in which attractive young people take off their jeans, is to get an online debut for Europe today.

The campaign, created by agency Bartle Bogle Hegarty, goes live today in a digital premiere at 12.30pm at www.501.com/premiere.

The four ads follow good-looking young Levi's-wearers "unbuttoning" themselves in an act that aims to "evoke the irreverent free spirit" of the brand.

In one film, "Secrets and Lies", a young couple who have just met and are about to have a sexual liaison admit to each other that everything they have said during the time they have met was a series of lies.

He admits that he lives in Detroit and not Los Angeles, and she admits that she has never been to Manhattan.

The campaign uses the strapline "live unbuttoned", and will run on TV, cinema and online across Europe from today.

The other ads in the series, which run in 30-second and 60-second versions, are called "First Time", "Guitar" and "Unbreakable".

The campaign also marks the 25th anniversary of the relationship between Levi's and ad agency Bartle Bogle Hegarty.

The BBH chief creative officer, Sir John Hegarty, said: "The collaborative way in which we created the four films means that we have four very distinct stories that all hero the freedom of unbuttoning both themselves and their 501s.

"We are immensely proud to have worked in partnership with the Levi's brand over the past 25 years to push the boundaries of advertising."

The relationship has produced famous ads including the seminal Nick Kamen launderette commercial and Brad Pitt's career-launching moment when he appeared in a Levi's ad.

The vice-president of marketing for Levi Strauss Europe, Middle East & Africa, Mike Joubert, said: "This is two exciting firsts for the Levi's brand - our first global marketing campaign that will be launched in Europe via our first-ever online premiere.

"This campaign will announce loud and clear that the original blue jean is back while engaging a whole new generation of jean-wearers."

To bring an international flavour to the commercials, BBH drew on a worldwide team of staff from its offices in London, New York and Singapore.

The project was overseen by director Frederik Bond, who directed two of the ads, in partnership with production company Sonny London.

· To contact the MediaGuardian news desk email editor@mediaguardian.co.uk or phone 020 7239 9857. For all other inquiries please call the main Guardian switchboard on 020 7278 2332.

· If you are writing a comment for publication, please mark clearly "for publication".